Thursday is guest post day here at Duct Tape Marketing and today’s guest is from Barry Moltz – Enjoy!

This is a world of talkers. Business people are constantly chatting on their cell phones, email, blogs, texting or using whatever social media tools they can find.  They are telling people who they are, what they do and what they think about a situation.  But, can anyone really understand them? In fact, is anyone really listening?  Most importantly, are they doing it in a clear way that helps others understand how their company can help? 

This becomes a huge issue since the average adult attention span is 8 seconds. http://en.wikipedia.org/wiki/Attention_span  In reality, most business people will stop listening after 5 seconds. Unless they have become interested, they are lost or on to their next thought about what they want to say.  Telling someone what a particular business does in 8 seconds or less is a talent and needs to be practiced word for word. Do not depend on any improvisational skills in order to be successful. In fact, each employee at a company needs to be taught the answers to these questions:

1. What problem does the business solve?

Customers always buy painkillers, not vitamins. This is true even during challenging times. Where to Start: Complete the following sentence, “My company helps _________ who are __________” or “Customers rely on my company because we are the best at ____________________”

2. What is the business’ voice and are they consistent with their values?

Are they communicated consistently in everything that comes out of the company? Where to Start: Ask customers to name positive and negative adjectives that best describe the business. While the feedback may be uncomfortable, it is important to ask for both.

3. Who is the business’ community? What type of customers are attracted to what the business sells? To they voice their opinion in a constructive way? Where to Start: Look at the current clients.  What is the profile that is now served? (Additionally, is this the community of customers that is important to be serving?)

Ok. I am ready to listen. You have my undivided attention for the next  8 seconds. Go!

Barry Moltz gets business owners unstuck. He is the author of 4 small business books www.barrymoltz.com/books . His latest book is Small Town Rules (www.smalltownrules.com) He hosts a weekly small business radio show.